Johnnie Walker Princes Street experience — Christian Lachel // BRC Imagination Arts

Brands have such amazing stories. Whether it's a movie or an experience, there is a ton of opportunity. Johnnie Walker Princes Street is the flagship of this 185 million-pound investment by Diageo in Scottish tourism. The experience campaign was about creating a more contemporary and, in some ways, returning to the roots of Scotch and looking at an experience that can bring a lot of people in. The good news is that you too can create amazing experiences for your brand. Want to know more? Listen to Christian Lachel, Chief Creative Officer of BRC Imagination Arts, as he explains the creativity behind the Johnny Walker Princes Street experience.
About the speaker

Christian Lachel

BRC Imagination Arts

- BRC Imagination Arts

Christian Lachel is Chief Creative Officer at BRC Imagination Arts

Show Notes

  • 02:47
    The intersection of brands, storytelling, and experiences
    People are seeking experiences over things and brands across many different spaces, from music to beverage and spirits to technology companies are meeting this need.
  • 05:21
    What brands are missing from an experiential standpoint and how to succeed in the experience space
    As an industry becomes more and more challenging to get in front of the people in the audiences that you're trying to connect with, experiential has always been one of those things that have the opportunity to have a longer, more lasting impact.
  • 10:02
    Can challenger brands play in the experiential space?
    You don't have to be a massive brand, and you don't have to spend major investments to make a great impact in the experience space. Its about doing it right.
  • 13:03
    The Johnny Walker experience and why it was successful
    Johnnie Walker Princes Street is the flagship of this 185 million-pound investment by Diageo into Scotch tourism. The experience campaign was about creating a more contemporary and, in some ways, returning to the roots of scotch, and looking at an experience that can bring a lot of people in.

Quotes

  • "We are on this journey of telling stories with brands. And for visitors in a place where we can make these stories entertaining, we can make them experiential, and over the last 40 years, so much has changed in that field, just in terms of the data and the impact we have on them with our audiences. You can see the transformation; you can see how stories and senses can move the needle for many different brands that we're working with." - Christian Lachel

  • "As an industry becomes more and more challenging to get in front of the people in the audiences that you're trying to connect with, experiential has always been one of those things that have the opportunity to have a longer, more lasting relationship."- Christian Lachel

  • "Through the experience space, we can get people to take the time to learn about the brand. If we reward them with a great experience that's incredibly sensory, has all that magical storytelling and deep immersion that people are looking for, and gives people a chance to have a two-way conversation with the brand, then that creates these transformational moments and ultimately an experience that has lasting benefit to the brand through loyalty and conversion." - Christian Lachel

  • "You don't have to be a massive brand, and you don't have to spend major investments to make a great impact in the experience space." - Christian Lachel

  • "You have to think about the deep storytelling and the research and then how to choreograph an experience in a way that's going to have the right emotional journey that will take people someplace. And it doesn't matter if it's a technology and a new brand, or if it's something as storied and it has a legacy brand like Johnnie Walker." - Christian Lachel

  • "It's powerful when you combine storytelling and sensory engagement to have a conversation with your audience." - Christian Lachel

  • "What's the best way to get to emotions? Great storytelling, filmmaking, a great book, a great experience, pulls you into the story and makes you part of the story." - Christian Lachel

About the speaker

Christian Lachel

BRC Imagination Arts

- BRC Imagination Arts

Christian Lachel is Chief Creative Officer at BRC Imagination Arts

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